For millions of consumers practicing social distancing, daily life has moved almost entirely inside the home. Due to limited physical contact, self-sufficient consumers are making essential supplies and learning DIY skills like baking bread and raising chickens. They are also seeking ways to combat the negative effects of social isolation on their health. In response, brands are rushing to communicate how their products remain relevant in this new reality.
During this uncertain time, leading retailers and consumer brands are positioning scented products as tools to create a healthy home life. Ambassadors for skincare brand Kiehl’s share at-home facials and self-care beauty routines with customers online. Target encourages shoppers to “set a calm scene, enhance your atmosphere and self-care routine” with home fragrance. Nordstrom lets shoppers search for products according to timely categories, including “At-Home Beauty Maintenance” and “Be Well.”
Fragrance is a powerful way to inspire comfort and the right aroma will convey your brand ethos. Our team is ready to help you select the best aroma for your product. We invite you to explore our Rustic Charm collection for air care and personal care which captures the comfort and simplicity of country living.
We caught up with Laura Dembitzer, Director of Marketing & Communications, to discuss how Flavorchem and Orchidia Fragrances are responding to the Covid-19 crisis and what the future holds for the flavor & fragrance Industry.
How has the pandemic affected the demand for flavor and fragrance ingredients?
As restaurants and food service establishments close or limit service, sales of retail grocery items continue to surge. We are experiencing an increase in order volume for flavor and color ingredients to keep up with this rising demand. Retailers are under great pressure to restock cleaning and sanitizing products, a critical public health need. Fragrance is a key ingredient in these products and production is especially critical now to meet the sudden increased consumer and retail demand.
What long-term impacts do you foresee for food and fragranced products?
We will see policy changes across the board. Many of the leading restaurant chains and food delivery platforms in the US have already made changes to their employee benefits and operations, in addition to implementing new sanitation processes. The pandemic will have lasting impacts on consumer behavior and business operations. We are taking a proactive approach to ideating new ways of doing business in a virtual environment to service and support our customers. This will include virtual food demos, tastings, fragrance trainings and innovation sessions.
Practically speaking, can you tell us more about what measures Flavorchem and Orchidia Fragrances are taking to prevent the spread of COVID-19 between workers in plants, warehouses, and other operational facilities?
We implemented a Covid-19 response plan that outlines the company’s preventative measures. A few highlights include sanitizing common touch surfaces like keyboards, door handles, and chairs at least twice during each shift by authorized personnel. As an added safety precaution, we adjusted shifts to provide greater separation of employees. This is meant to allow time for the sanitizers to work and for air exchange. We are extremely grateful to all our dedicated employees who have changed their daily lives to accommodate these shift changes. Contactless drop zones have been designated across our campus for items that need to pass between multiple departments.
If any worker in a plant, warehouse, or other operational facility tests positive for COVID-19, what are you prepared to do to prevent other workers from contracting the virus?
The health and wellness of our employees, customers and partners is our top priority. We are prepared to do whatever is necessary to keep our employees safe and healthy. As long as we are able, our global operations will continue to function even under the most stringent protocols, so we can do our part to keep supply chains open and support essential food and fragrance manufacturing.
Increasingly mindful of their wellness and stress, consumers want to treat themselves through everyday purchases. This shift is driving growth in the household & cleaning market where premium and plant-based positionings are on the rise. New home care launches feature sophisticated botanical scents designed to transform daily chores into indulgent experiences. Read on to learn how brands are tapping into the trend.
As more luxury brands target home care consumers, mass-market brands are also conveying premium positioning. One way is by using complex scents with invigorating herbal notes. Garden herbs, including rosemary, sage, and thyme, are especially popular.
Method’s Dish Soaps (launched February 2020) claim to “step up your sink side style” with sleek new packaging and sophisticated fragrances such as basil, lemongrass, and rosemary. Bona Hardwood Floor Cleaner uses “a blend of precious woods, freshly picked herbs and highlights of peony and eucalyptus.”
Consumer interest in essential oils and aromatherapy is driving new product development in the household & cleaning market. Aromatherapy was the 6th most common positioning for new home freshener launches in the first half of 2019.
Introduced in January 2020, Capri Essentials claims its “Sweet Basil cleansers feature a special blend of basil, almond oil, eucalyptus and peppermint essential oils that are known to help relieve fatigue, control stress and promote feelings of well-being and balance.”
Once associated with old-fashioned beauty products, rose perfumes have made a comeback with millennials and are even considered gender-neutral. The flower has made its way into array of household & cleaning products from glass cleaner to pillow spray. In fact, the number of new launches with rose have steadily grown since 2017 (Innova Market Insights).
As the unprecedented coronavirus (COVID-19) pandemic develops, our top priority at Orchidia Fragrances is the continued safety of our employees, customers, and suppliers. We are closely monitoring the rapidly changing situation and implementing measures to ensure the health of our employees and deliver customer orders safely and on time.
Orchidia Fragrances is functioning at full capacity by instituting a robust operational and sanitation response plan that is reviewed and updated daily based on recommendations from the Centers for Disease Control and Prevention (CDC), federal, state, and local health experts and in accordance with industry best practices. All employees that can work from home have been instructed to do so. We will continue to closely monitor the supply chain and advise customers should we experience any delays in raw materials.
We are proud to meet the needs of our customers who are providing critical household cleaners and disinfectants to retailers and institutions across the country and around the globe. Orchidia Fragrances is ready to help supply ingredients to support the manufacturing and production of existing essential items. If your company needs fragrance ingredients, please email [email protected].
Communication is more important than ever in these times of uncertainty. Additional updates with pertinent information will be provided as the situation changes. We are grateful for your business and support during this challenging time.
Orchidia Fragrances continues to be in contact with our suppliers during the COVID-19 pandemic. Our Purchasing Department has obtained notification that factories in China are showing a rise in activity and there are improvements with transportation. They are also closely monitoring other countries where the number of COVID-19 cases are increasing. Alternate suppliers are being contacted if necessary. Any delays will be reported to our customers as the information is known.
Orchidia Fragrances has cancelled business travel until further notice. Movement between our buildings has been limited and all meetings are being held via phone or video conference. Onsite meetings with outside visitors have been cancelled.
We are providing our employees with guidance from the Centers for Disease Control and Prevention (CDC). They are reminded to stay home if they feel ill. Sanitation frequency of door handles, bathrooms and break areas has been increased. Awareness notices have been posted and emailed to all employees. Social distancing (6 ft) is being practiced in our facilities where possible.
We will continue to communicate any information to our customers during this time as it becomes available.
Food and fragrance trends often intersect with one industry inspiring the other. Today, we’re seeing classic foods updated with aromatic florals long used in perfumery. Rose ice cream and orange blossom soda satisfy increasingly adventurous consumer tastes.
On the fragrance side, an influx of perfume and personal care launches reference beverages. The trend offers consumers the familiarity of their favorite sip delivered in a novel experience. Read on to learn how fragrance brands are tapping into the top beverage trends.
Cold brew, nitro, and buttered are just some of the gourmet coffees that Americans drink more regularly than ever before. In a 2018 study, Mintel found that millennials consume almost twice as much cold brew coffee as Gen X.
With consumer demand for specialty coffee growing, brands in other product segments are seizing the trend. A new wave of perfumes and personal care products feature espresso notes, offering consumers even more ways to incorporate coffee in their daily routine.
Consumers are reaching for ready to drink (RTD) beverages with functional claims such as boosted immunity and improved digestion. Innova Market Insights reports the functional food & beverage category is expected to reach $279 billion by 2025.
Recently, functional beverages have popped up on shelves in personal care aisle. Top brands are releasing hair care products in packaging that mirrors RTD juice associated with wellness. Fittingly, the fruity fragrance blends in these products evoke fresh smoothies.
Drink-inspired fragrances continue to be a strong trend across product segments as health-conscious consumers reduce their alcohol consumption. Mintel reports that 45% of millennials would give up alcoholic beverages in order to improve their health.
As a result, hard seltzers positioned as healthier alternatives have gained a cult following and non-alcoholic mocktails are on the rise. Like mocktails, aromas based on spirits let consumers indulge in their favorite drink while abstaining from alcohol.
Millennials are transforming the way brands do business. As the largest and most diverse consumer group, millennials demand transparency, seek authenticity, and embrace individuality. It’s no wonder they’re driving some of the most influential trends in the fragrance industry. Here are the top millennial fragrance trends to keep in mind.
Millennials want products tailored to them as an individual— and they don’t want to smell like everyone else. Forbes reports that 23% of consumers would try a more expensive personal care product if it had a unique aroma.
Products with unusual fragrance notes (think saffron, cannabis, and smoke) are meeting this demand. Niche scents will likely continue gaining popularity since, according to NPD Group, millennials curate fragrance wardrobes that reflect their different personalities and moods.
From craft beer to reclaimed wood furniture, millennials are choosing products with authentic stories of craftsmanship. Fragrance brands are tapping into the trend by marketing artisan experiences.
A growing number of brands such as Phlur and Henry Rose spotlight the Perfumers who created their fragrances on their websites. And when you shop at Le Labo in-store, the Sales Associate hand-blends the bottle before your eyes.
Compared to previous generations, millennial consumers are focused on leading healthy lifestyles and supporting ecofriendly companies. They choose clean products which often means natural. In fact, 75% of millennial women prefer buying natural products, Grand View Research reports.
Popular natural fragrance claims include “made with essential oils” and “sustainable.” While fragrances made with essential oils can include both synthetic and natural aromas, a growing number of brands use 100% natural scents to appeal to savvy consumers.
Try our fragrances inspired by the latest millennial trends.
Iredale Eau de Parfum Inspired by the wreckage of the Peter Iredale on the shores of the Pacific Northwest, the essence of smoldering driftwood intermingles with notes of surf and sea. Mineral accords converge with salty brine, flotsam, and ambergris, while hints of balsam fir, peppercorn, and oud suggest the temperate rainforest just off the shoreline.
Brit Royale A British twist on the classic fougere. Airy top notes of pepper and cardamom meld with the comforts of tea, while elemi and ginger diffuse a peppery warmth throughout the base. A subtle whisper of shaving cream adds a hint of well-groomed charm along with the touch of worn leather luggage blending to aged vetiver wood.
Nude Beach A beachside twist on the skin scent trend. Warm spice notes combine with cool eucalyptus, juicy melon and sheer water lily to evoke the warmth of sun and wet sand on skin, drifting to a sensual base of crushed seashells, musk and amber.
Vetiver Orris The tension between earthy and sweet notes fills this fragrance with a sense of mystery. A delicate accord of powder-sweet violet and jasmine opens while myrhh and patchouli radiate on a dark base of orris root and vetiver.
Natural Glacier This all-natural fragrance brings an appealing fruity depth to the cool clean of spearmint in a way that works well in most product types. Notes of fresh-squeezed lime and juicy melon enhance a heart of natural spearmint leaf.
What’s the next big olfactive trend? We analyzed the latest product releases, market intelligence reports, and social media buzz to predict the top trends that will shape the fragrance industry in 2020 and beyond. Here’s a sneak peek into our curated predictions.
Let’s Talk About Synthetics
Brands are starting to challenge the notion that natural is always better for people and the environment by re-positioning synthetic ingredients as “clean.” Promoting synthetic fragrances as hypoallergenic and sustainable will become a key opportunity to win consumers.
With the holiday season and #GivingTuesday upon us, we’re looking at how brands and consumers are giving back. Over 70% of Millennials actively consider company values when making a purchase, Forrester reports. On top of this, consumers want products they consider ethically responsible. Top brands are responding by enabling consumers to make a charitable donation through their purchase. Here’s how.
Generating Buzz with Limited Editions
From celebrity-backed ketchup to work boots, charitable limited edition products are trending across categories. Not only do these products drive social media mentions, they give brands the opportunity to test drive a new product or packaging style.
Jo Malone is donating 75% of the sales of its special edition Lily of The Valley & Ivy Charity Candle to charities that support people affected by mental health problems.
This October, The Better Skin Co. donated 100% of proceeds from its Super Shield Serum to iGoPink, a nonprofit focused on breast cancer awareness and prevention.
Kiehl’s donated 100% of the net profits from the sale of its John Legend Rare Earth Mask to Earth Day Network, a global nonprofit that organizes environmental volunteer events.
Empowering Artisans and Communities
Many indie brands incorporate giving in their business model by employing local artisans to make their products. These brands spotlight the positive impact that each purchase has on the lives of real people.
Thistle Farms sells natural home and body products made by “women survivors of trafficking, prostitution, and addiction.”
Fragrance company Sana Jardin trains and employs women from an indigenous community in Morocco. These women keep 100% of the proceeds from the products they sell.
The Soap Co. makes luxury soap-based goods that are all “handcrafted in the UK by people who are blind, disabled or otherwise disadvantaged.”
A growing number of brands donate a percentage of sales to partnering philanthropic organizations. These products appeal to consumers who want assurance their dollars are going directly towards a noble cause.
A portion of every purchase from beauty brand Tatcha goes to Room to Read, a nonprofit that funds girl’s education and literacy in Asia and Africa.
Bridgewater Candles donates a portion of its proceeds to Rice Bowls, an organization that provides food to children in orphanages. The brand explains that each candle purchased provides a child with three meals.
Lush donates 100% of the price of its Charity Pot lotion to grassroots organizations focused on social justice, animal rights, and environmental protection.
Try our trending fragrances inspired by the spirit of charitable giving this holiday season.
Blue Spruce & Pine Cardamom Vanilla Icicles Lavender & Sage
Essential oils (EOs), the highly concentrated essences extracted from plants, are experiencing a renaissance. Popular brands are spotlighting EOs in order to appeal to consumers interested in natural products with recognizable ingredient lists, green claims, and wellness benefits. In fact, EOs are so popular it’s projected the global market will reach $11.19 billion by 2022—almost doubling from 2016.
Functional Fragrance is Here
Consumers are taking aromatherapy more seriously as recent studies into the scent-brain connection offer (long suspected) evidence that certain odors create a sense of calm in people. This is good news for fragrance because shoppers want functional products that offer specific health benefits.
With interest in aromatherapy growing, brands are tapping into the trend with popular essential oil claims including stress reduction and improved cognitive function.
A common misconception is that essential oils are safer than synthetic fragrances. However, many EOs contain contact allergens regulated by European Cosmetics Regulations and must be declared on the product label. When incorporating EOs, it’s important to review the safety and regulatory factors as they relate to your specific product.
Leading brands like Skylar claim to use a combination of non-irritating EOs and synthetic aromas to create clean, hypoallergenic fragrances. The key? Transparency around why your product includes specific ingredients.
“Made with natural essential oils” is one of the hottest product claims today. But what percentage of the formula do EOs make up? It varies by brand and product. Unlike “100% pure essential oils” which are usually too harsh for direct skin contact, trending body oils contain a smaller percentage of EOs.
Major brands like Bath & Body Works scent their products with a blend of essential oils and synthetic aromas. This large olfactive palette enables fragrances impossible to achieve with EOs alone. Meanwhile, trendy clean brands like milk + honey use 100% pure essential oil blends that appeal to savvy consumers seeking all-natural fragrances.